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For planned giving marketing- absence of children tops the list

March 18, 2011

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

For planned giving marketing, determining who to target is always a tricky task. There’s lots of literature out there on this subject. But I found this little nugget that really stood out from the pack.

According to Russell N. James III*, “The most dominant factor in predicting charitable estate planning was not wealth, income, education, or even current giving or volunteering. By far, the dominant predictor of charitable estate planning was the absence of children.”

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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?

Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?

Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?

Then this book is for you.

Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.